Article

Keeping Score: The Challenges of Measuring Corporate Reputation

Grahame R. Dowling and Naomi A. Gardberg

in The Oxford Handbook of Corporate Reputation

Published in print July 2012 | ISBN: 9780199596706
Published online November 2012 | | DOI: http://dx.doi.org/10.1093/oxfordhb/9780199596706.013.0003

Series: Oxford Handbooks in Business and Management

 Keeping Score: The Challenges of Measuring Corporate Reputation

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This article explores the extant measures of corporate reputation and finds them both varied and lacking in construct validity. Corporate reputation measurement has been enhanced, providing better tools for both academic research and practice. Corporate reputation research is rich with different data collection methodologies. Corporate reputation measurement has advanced since the launch of Fortune's ratings of ‘America's Most Admired Companies’. The recommendations for making new measures of corporate reputation are reported. The future research might be affected by technology and gamma change. Technology has the potential to change many elements of corporate reputation measurement. The gamma change concentrates on how the criteria employed by stakeholders to assess companies evolve over time. While corporate reputation measurement has shown signs of improvement over the last few years, it is now at a watershed.

Keywords: corporate reputation; construct validity; technology; gamma change; stakeholders; companies

Article.  12506 words. 

Subjects: Business and Management ; Organizational Theory and Behaviour ; Research Methods

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